Sydneysiders beware. Fashionistas venturing into the CBD today should be armed with protective padding, comfortable footwear, plenty of fluids to keep up stamina, and of course — the trusty credit card.
Zara has landed and if the crowds at last night's frenzied launch party and VIP shopping night were anything to go by, the hype isn't going to simmer down any time soon.
En route to the fashion powerhouse's Westfield Sydney store opening, open to the public today, The Weekly's staff discussions hinted at purchases of maybe one or two special pieces.
Like many shoppers that night and many more to come, I was overwhelmed by the range, quality, and sheer volume of stock hanging from rails and racks that filled the store's enormous space.
A week's pay on the credit card, no doubt aided by a glass of champagne down the hatch, and I had unwittingly become the proud owner of not "one or two" but six pieces from Zara's autumn-winter collection.
On the chilly walk home I threw on my chunky knit patch sleeve jumper and knew it would be the last time there was only one piece from Australia's newest fast fashion line being paraded down an inner city street.
Sydney's shopping scene, soon to be mirrored in Melbourne as Zara makes its landing in Bourke St Mall, will be transformed as shoppers clamber for the brand's signature basics and affordable trend pieces.
Among the crowds of media folk and enthusiastic competition winners was former David Jones boss Mark McInnes who is now heading up retail group Premier Investments (Dotti, Portmans, Just Jeans) no doubt checking out the competition.
Australian brands under McInnes' umbrella and competitors like Witchery and Country Road should be shaking in their (slightly more highly priced) boots.
Zara's merchandising was phenomenal and the range on display was all incredibly eye-catching with the quality exceeding expectations of even the brand's most loyal followers.
What will be interesting is whether Zara can continue to amaze with new stock being dropped every fortnight, and the overall impact the introduction of the world-famous brand and retail model will have on Australia's fashion and retail industry.
Your say: Do you think other retailers will have to drop their prices now that such a formidable competitor has entered the marketplace?
Video: Zara hits Australia
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